Maddy Bourque

Taylor Ackerman
Marissa Wentz
Darina Murashev
Vanessa Ragadio

WRIGLEYS EXTRA
Established and credible brand
Launched in 1984
Wrigleys first sugar-free gum
First recipient of the American
Dental Associations Seal of
Acceptance

ISSUE
Gum
Category losing relevance
Changes in shopping behavior

Extra
v Frequent changes in platform
v Movement away from brands
previous focus

Increased competition within

category

Emotion
Flavor
Function

BRAND POSITION
Current
v Creating small, meaningful
moments

Desired
Emotional benefits

Nostalgic feelings
Give Extra, Get Extra platform

The Story of Sarah and Juan

POSITIONING STATEMENT

SWOT ANALYSIS

Strengths
Strong existing platform
High brand recognition
Trusted, established,
credible

Weaknesses
Decline in category
Brand lacks meaning
Weak social media
presence

SWOT ANALYSIS
Opportunities
Connect emotionally with
consumers
Engage with target
market via social media
Incorporate storytelling to
relate to consumers

Threats
Competition (within and
outside of category)
Self-checkouts

v 35.6k followers
v 2.8 mil likes
v 10.4k tweets
v #MadIntense

v 14.3k followers
v 768k likes
v 4.9k tweets
v#FollowFood

CURRENT SOCIAL MEDIA

Facebook
1,284,689 likes

Twitter
19.6k followers

YOUNG
ADULTS

MALE
AGES
18-49

TARGET
AUDIENCE
FEMALE

INCLUSIVE

MOMS

MEET RYAN, 22
v College student at
Northwestern University
v Studies Biochemistry
v Chews mint gum while
studying
v Loves to bake crme brle
and scones
v Has a girlfriend who will
not kiss him unless he has
fresh breath

MEET DIANE, 37
Mom of three in Evanston, IL
Financially stable
Event planner by day, soccer
mom by night
Sole decision maker when
shopping
Trendy and active on social
media
Enjoys chewing gum after
mimosas with her girlfriends

RESEARCH
75 in-person
interviews
In-store observations
Two surveys
100 responses

CONSUMER MEDIA HABITS

SURVEY RESULTS
v 60% concerned with
companies social impact
v 84% concerned with
companies
environmental impact
v 78% loyal to particular
brands

Im a
breat major
hp
I alwa erson.
y
gum s have
or mi
with m nts
e
-Laur
en, 2
0

I re a l l y
o
gum in nly buy
bu
always lk. Ill
pack w have a
ith me
and
my kid
s love
that
-Gina,
40

Ill
anyth chew
ing
but I minty
touch wont
those any of
dess strange
ert fl
-Zac avors
h, 19

I like

to ch
e
gum w 5
,
thou
gh it
las
2 min
., its ts
a
wond
erful
2 min
.
expe
ri e
-Tom nce
, 23

INSIGHT

If they care, I care

OBJECTIVES
Awareness
Increase relevance
of Extra gum
among young
adults and moms
by 25% (JuneNovember)

Acceptance
Grow association
between Extra gum
and the Give Extra,
Get Extra
movement (AugustNovember)

Action
Help boost sales of
Extra gum by 10%
in target markets
(June-November)

STRATEGIES
Awareness
Initiate Give
Extra, Get
Extra
movement

Acceptance
Involve two
well known
celebrities as
our
spokespeople

Action
Launch
national, 3month event
across 15
major cities in
the U.S.

KEY MESSAGES
v The Extra brand cares about their consumers
and the causes they support
v Simply sharing a stick of Extra gum can create
meaningful connections
v There is a Sarah & Juan inside everyone

BIG IDEA

Demonstrate to consumers that

Extra cares through a national
Give Extra, Get Extra movement

THE MOVEMENT
v Interactive wrapper wall

THE MOVEMENT
v How do you give Extra?

SHARE YOUR STORIES

THE MOVEMENT

THE MOVEMENT
Central Park, New York City

Boston Commons, Boston

City Park, New Orleans

Grand Park, Los Angeles

CHICAGO

EXTRA ORDINARY

EXTRA CARES
v Consumers share a
cause they support and
are passionate about
v Each month, $10,000 is
given to the winning
charity
v For people who want to
give the world a little
extra, in a big way!

EXTRA APP
v Free App
v Free pack of gum as
download incentive
v Keep up with movement
v Share videos
v Vote
v Receive push
notifications

ELLEN DEGENERES AND PORTIA DE ROSSI

RELATIONSHIP WITH EXTRA

SOCIAL MEDIA

SNAPCHAT
vGeofilter near event
vSelfie-lens
vLive story

INSTAGRAM
vInteraction rather
than promotion
v#GiveExtraGetExtra

TWITTER
v Engage with spokespeople
v Share news
v #GiveExtraGetExtra

FACEBOOK
v Daily event reminders
v Photo & video
coverage
v Interactive
community

TRADITIONAL MEDIA

THE ELLEN DEGENERES SHOW

vAnnounce first winner LIVE
on Ellen!

KELLY AND MICHAEL

v "Sarah and Juan" will
appear on Kelly and Michael
v Real Chicago couple

LOCAL MEDIA
vN ews placements
vM edia alerts
vR adio spots

TIMETABLE
June
Introduce
movement via
social and
traditional media
Launch Extra app
Open charity
submissions and
announce winner
#1 on Ellen

July

August

Kelly and Michael

host "Sarah and
Juan", the real
Chicago couple
Announce winner
#2

Begin hosting
Extra movement
in 15 cities across
the U.S.
Announce charity
winner #3

TIMETABLE
September
Finalize Extra
movement
Announce
charity winner
#4

October
Announce
charity winner
#5

November
Initiate final
gallery event in
collaboration
with
spokespeople
and charity
winners

EVALUATION
Awareness

Acceptance

Measure
gallery
attendance
Assess
relationship
between
movement and
target audience

Track changes
in social media
Measure total
media
impressions

Action
Monitor
changes in
Extra gum
sales
Calculate Ad
Value
Equivalency

WHY THIS WORKS

v Social Impact
v Interactive
v Movement

Q
U
E
S
T
I
O
N
S
?